Abercrombie & Kent, Pioneering Global Ecotourism
2003 | Case No. SI47
In 1962, Abercrombie & Kent began as a safari company in Kenya. The company has grown to offer environmentally friendly travel opportunities worldwide to primarily affluent Western travelers. This case explores how Abercrombie & Kent developed its ecotourism business , discussing the company’s vertical integration and belief in a “high yield, low impact” model. The case describes the company’s operations and marketing approaches in detail and concludes with challenges and directions for the future.
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